Explore the Indicators of Corporate Social Image on Corporate Social Responsibility by Grey Clustering Analysis and GM (0, N)

Hung-Chang Yang ； Chih-Sung Lai ； Hui-Yun Yu ； Hsing-Hui Chu

《Journal of Grey System》 17卷3期 (2014/09) Pp. 133-138

並列摘要

In customers' hearts, there are some gaps which need to be closed. And when the enterprises would like to pursue Corporate Social Responsibility, they offer the factors that can close the gaps in customers' hearts, which are values. This research use grey clustering analysis and GM(0,N) to explore the indicators of corporate social responsibility on social image. The result indicates that customer rights protection, environmental sustainability, and sense of security are the most important indicators of corporate social responsibility. They not only reach to high level with greater proportion, but also have high weighting and ranking. That means the customers place more emphasis on these indicators than the others. It is suggest that the corporate should therefore frame its strategy to protect environment besides customer rights and hence to provide a sense of security for customer.

並列關鍵字

Corporate social responsibility ； Corporate Social Image ； Grey clustering analysis ； GM(0, N)